.svg)
The First and Only Accreditation for Sales Coaching.
Every other coaching discipline has a recognised standard. Sales coaching never has. Until now.
Sales leaders are told coaching is the job.
No one ever taught them how to do it.
More than 75% of leading sales organisations cite coaching as the number one function of the Sales Leader. Every job advert cites it as a key responsibility of the role.
Now ask how many of those leaders were ever trained to do it.
Only one in five sales managers has received any formal training or coaching on how to coach. The other four were promoted for hitting a number, handed a team, and told to develop them. No framework. No standard. No one checking whether what they're doing actually works.
The people on the other end feel it. Most reps rate the coaching they get as poor or inconsistent. Not because their managers don't care. Because nobody ever showed them what good looks like, and nobody's ever held them to a standard.
That's the gap the Institute of Sales Coaching exists to close.
Learn more about the programme below.
What you'll learn
The Eight Charter Principles
Every coach on the programme is trained against the same standard. Its not a set of techniques, but a way of thinking about what sales coaching actually is, and what it isn't. This is what you're being held to, and what you'll hold yourself to once you're certified.
The Problem They Bring You Is Rarely the Problem.
You'll learn to diagnose what's actually happening, not just react to whatever your rep says is wrong.
You Can't Want It More Than They Do.
You'll stop carrying the weight of other people's growth, and start helping them carry their own.
They Won't Trust You If It's About You.
And they won't be honest unless they trust you. You'll build the kind of trust that gets you the real answer.
The Coach Who Always Has the Answer Isn't Coaching.
You'll learn to ask the question that gets them there themselves. Because that's the change that actually sticks.
Know When to Feed Them First.
You'll learn when to give the answer and when to hold back, and why getting that wrong undoes the rest of the work.
Honest, Not Harsh. Kind, Not Comfortable.
You'll learn how to say the hard thing without softening it into something that doesn't encourage change.
A Quick Fix on a Deep Problem Is Just a Slower Failure.
You'll learn to do the slower work properly. So what you build doesn't come apart three weeks later.
Elite Is Sustainable, or It Isn't Elite.
You'll learn to build coaching habits that last past the next quarter. Because burnout isn't a result, it's a warning sign.
Which one is right for you?
Two levels - Intermediate or Advanced
Level 1 - Intermediate
You coach your team. You've always coached your team.
But nobody ever sat you down and taught you what 'great' coaching actually looks like. You've figured it out yourself. Through experience, through trial and error, through working out what lands and what doesn't. You perhaps are wondering whether what you've been doing historically is truly good coaching.
You passionately believe coaching matters. You're not here because something's gone wrong. You're here because you have a thirst to be better at it, to make more of an impact on the people you coach, and to come away with something that proves it.
Level 2 - Advanced
You already know you're a good coach. This is how the world knows it too.
The conversations you have with people are different to what most sales managers have. You've earned that through years of doing it. But there's a gap between knowing you're good and being recognised for it.
You're not here to learn from scratch. You're here because you want the credential that puts something concrete behind what you've already built - and because you want to be in a room with people operating at the same level.
Inside the accreditation
What the learning looks like
10 Facilitated Group Sessions
Each session is ~90 minutes, live, with a group of coaches at the same level as you. Topics build week by week. There are no recordings to catch up on - attendance is the coursework.
Weekly · Live · Group format
Logged Coaching Hours
Alongside the sessions, you run real coaching conversations with your team and log them.
Both levels require evidence as part of the assessment
1:1 Tutor Sessions
One dedicated session with your tutor during the programme - for the work that needs individual attention.
For Intermediate and Advanced
Final Assessment
Submit your portfolio then complete a live coaching roleplay with your tutor. That's what earns the accreditation.
Portfolio + live roleplay
CPD Certified
All programme hours count toward your continuing professional development record.
Recognised CPD
The Coaching Team
Led by people who've done the work.
Every tutor on the ISC programme has spent years coaching in commercial organisations. They are not just academics, they’re practitioners.
John Richardson
Course Leader at IoSC, Co-Founder & Director of Coaching at MySalesCoach
John has spent the last decade at the coalface of sales coaching - developing over thirty sales managers as a practitioner, then building a coaching team of 80+ at MySalesCoach. His belief: great coaching isn't a technique but a lens.
Dave Jacobson
Fractional Sales Leader & Performance Coach
Dave has worked across hundreds of organisations in real estate, software and financial services — both embedded and external. He helps sales managers find genuine satisfaction in their performance without shying away from the hard conversations.
Steve Myers
Veteran Sales Coach
Boasting twenty years running his own coaching practice, with a background managing global enterprise sales teams before that. Steve helps sales managers set goals that actually mean something and build the habits to reach them.
Jo Ingram
Sales Coach & Former Sales Director
With five years of dedicated coaching experience across enterprise SaaS businesses, Jo specialises in helping coaches guide someone to find their own answer — without just handing it to them.